First came a sensual sensation with Le Premier Parfum by Coolife and now comes love via Le Deuxième Parfum.
The second fragrance by Pauline Rochas, granddaughter of storied fashion designers Marcel and Hélène Rochas, and Carole Beaupré is meant to open the heart chakra. Whether it does or not is in question, but Beaupré makes an interesting case as to what it can do for a consumer.
“The [heart chakra] is when you experience something that affects you somehow,” Beaupré said. “Your chest feels like it’s opening and a space is created inside of you that contains light, compassion, auspiciousness and you become overwhelmed to do something exceptionally good, coming from your heart.”
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Composed by perfumer Patricia Choux, the floral scent blends Peru balsam, bergamot from Calabria, Tunisian orange flower absolute and ylang-ylang from Madagascar.
“The essential oils [in the fragrance] activate the heart chakra,” Rochas explained. “Our approach to fragrance is steeped in a long and venerable history of shamanistic and medicinal uses of essential oils inherited from ancient Egypt, Babylon and India. We are particularly inspired by ancient Tantric and Ayurvedic traditions and the theory of the seven primary chakras.”
To that end, the company is planning to launch a scent inspired by each chakra two to three times a year.
Le Deuxième Parfum, $175, will roll out to indie retailers such as Aedes de Venustas, Twisted Lily, Osswald and Ron Robinson, among others in March. It could generate $500,000 in its first year at retail, according to industry sources.
Rochas noted, “We hope to unleash the vitality of the seven chakras through the art of perfumery and ultimately help people feel more confident, sexy and provocative.”